talk about that. any relation with the president understanding the digital world as well as he does? >> really it was op for tunistic, in that he was covering the obama campaign for us and doing amazing work and having an incredible romp. we discovered reading the book that we may have paid for him to drink out of mini bars and, you know, or not just destroy mini bars and like five different hotel on the campaign trail, which, you know, was an entertaining reading. >> good story. >> and because these information-based industries li publishing, entertainment, news, are increasingly moving online and increasingly becoming social, it felt like a great first step to say let's take a book from one of our writers who is doing great work and release it online and promote the book in a way that works for the social web and for the readers that are reading on their kindles and their ipads. >> really great stuff. we will continue following. thank you very much, gentlemen. buzzfeed, we love it and thank you for